GLOBAL ASPECTS OF RUSSIAN «SOFT POWER» IMPLEMENTATION: INTERNATIONAL ORGANIZATIONS, CULTURAL DIPLOMACY AND DIASPORA POLICY

The article analyzes the key directions of the implementation of Russian "soft power" in the global dimension, including participation in international organizations, the development of cultural diplomacy and the use of the potential of the Russian diaspora. The author examines Russia's role in such structures as the UN, UNESCO, BRICS, SCO, and the Arctic Council, considers the mechanisms of cultural diplomacy and their impact on international relations, and analyzes the potential of the Russian diaspora as a soft power tool. The specifics of working in a multipolar world, where the competition of soft powers is intensifying, are taken into account. Strategies for interacting with various actors and the specifics of promoting national interests are analyzed. Particular attention is paid to modern trends in the use of these tools and their effectiveness in the context of a changing international situation. The limitations and challenges faced by Russian soft power are considered, including the problem of coordinating efforts and the spread of disinformation. The impact of modern digital technologies on the effectiveness of soft power is assessed. A comprehensive analysis of the influence of Russian “soft power” on global processes was conducted through the prism of three interrelated areas: international organizations, cultural diplomacy and diaspora policy, which allows us to form a holistic understanding of the multi-vector nature of Russian influence on the world stage.